Mercedes-Benz said the Drive Thru was about “setting the artistic stage for the new A-Class”.
Mercedes-Benz is building a drive-through restaurant in London to promote the new A-Class.
The Mercedes Drive Thru will be built in the lobby of the prestigious Old Selfridge Hotel in London’s upmarket Mayfair area, allowing diners to pilot their cars through the pop-up eatery.
In true drive-in diner style, they’ll be served by wait staff on rollerblades, who’ll be dishing up food from Bompas and Parr – the Brit wonderchefs who have tuned the jelly mould into haute cuisine.
The Mercedes Drive Thru opens in September, and includes a light show to keep driving diners entertained, while they’re also treated to a close look at the brand’s new A-Class small car.
The four-day event is being mounted in collaboration with digital magazine "The Avant/Garde Diaries" and British multimedia collective Jason Bruges Studio. Mercedes-Benz said the Drive Thru was about “setting the artistic stage for the new A-Class”.
“The new A-Class is all set to bring the trend towards monotony in the compact car segment to an end,” Mercedes-Benz head of brand communication Anders Sundt Jensen, said in a statement. "It is all about questioning what exists already and unleashing unimagined synergies"
The German brand says it is aiming the novel marketing exercise at the youth demographic – although the food is bound to be better than nuggets and fries, and there’s no word on whether you get Happy Meal toys.